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Is the Japanese marketing system changing? An empirical study

Author

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  • Rajaratnam, Daniel
  • McKinney, Joseph A.

Abstract

This paper compare the findings of a survey of US firms operating in Japan in the seventies with the findings of a similar survey which was conducted in the nineties. Experiences of these firms with distributing their products, direct marketing, Japanese consumer preferences, and other aspects of marketing, are analyzed. Responses of firms selling consumer products are compared to those of firms selling only industrial products. Findings from this study will provide insights to both business executives as well as researchers.

Suggested Citation

  • Rajaratnam, Daniel & McKinney, Joseph A., 1995. "Is the Japanese marketing system changing? An empirical study," International Business Review, Elsevier, vol. 4(3), pages 279-294, September.
    • Handle: RePEc:eee:iburev:v:4:y:1995:i:3:p:279-294
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